I’m Going to Provide an Overwhelming Rational Argument, and then Fail

Great if you’re investigating a murder. Insufficient if you’re inspiring action or driving change. It is a mistake to believe that any solely rational, logical, or well-constructed argument will persuade people to set aside their own perceived best interest in favour of doing what’s right or doing what’s correct.

Many people will listen to a rational arguement, analysis, or well-constructed thesis and wonder what you’re up to. What do you really want? What are you trying to hide? Even executives – especially executives – know that any one set of numbers and facts can be tortured to confess whatever is needed to support both sides of the same arguement Most of us make decisions based on gut, and rationalize that decision with facts and analysis afterwards.

I’m not saying you don’t need to be skeptical, or that you don’t need to do that analysis. As Stephen Lynch once said, “You can run your business with discipline, or you can run it with regret.” But rational arguement is not going to overcome behavioural inertia in others.

You are going to need more than just the facts.

Fix #3 Appeal to Their Hearts Too

Martin Luther King didn’t say “I have a plan.”

He said “I have a dream.”

Stories, vision, passion, vulnerability. These are what persuade. Concrete, tangible, visual goals are what drive action.

Yes, your plan has to be based in reality. Businesses have to make money to live. But the purpose of a business cannot and should not be just to make money. Your body needs to make red blood cells in order to live, but that’s not your life’s purpose. A doctor gets paid well, but doctors don’t exist to make money.

Businesses need a higher purpose too. Maybe you’re not going to solve world hunger, but you should have a vision beyond just X percentage growth, or Y dollars revenue. Have the guts to stand for something. Something that inspires people to leap out of bed in the morning and eagerly embrace their work.

Amazon’s goal is to provide “Every book, ever printed, in any language, all available in less than 60 seconds.” Henry Ford wanted to “Democratize the automobile.” Google wants to “Organize the world’s information and make it universally accessible and useful.” Not every purpose is going to appeal to every person, but you want it to appeal to the people that are working for you.

Hopefully your change is tied to the higher purpose of the company. An emotional, human connection that impels the actions, and energy needed to overcome inertia and drive change deeply and quickly in your team or company.